Memo Pad: A New Eye… Lowering Expectations…

Yet another creative hand is joining the ranks of In Style, and the person is yet another top ranking hand from big sister People.

A NEW EYE: Yet another creative hand is joining the ranks of In Style, and the person is yet another top ranking hand from big sister People. Rina Stone will become In Style’s creative director, joining after five years at Time Inc.’s money-minting weekly title. She replaces John Korpics, who will be moved upstairs to work on development projects for Time Inc. with John Huey. Korpics was with the magazine since February 2005, overseeing the latest redesign and tweaks and bringing a fresher look to the publication. Stone likely will evolve that look further, as the magazine searches for the right mix to increase newsstand sales.

At People, Stone was in charge of laying out covers, including the special issues; helped redesign people.com, and helped develop and launch People’s Hollywood Dailies and People StyleWatch. Before her tenure at Time Inc., Stone was Talk magazine’s design director and worked on the prototype for Radar. She also worked at Us, GQ, Entertainment Weekly and on the launch of Sports Illustrated for Women. — Stephanie D. Smith

LOWERING EXPECTATIONS: Just days after Newsweek unveiled major changes in its executive suite, the magazine is telling advertisers that it will lower its rate base by 500,000 copies in January, or by 16 percent, to 2.6 million. The rate-base cut was first reported in Advertising Age. A spokeswoman for Newsweek could not confirm the decision by press time, but sources said they’d been told of the move.

Newsweek’s cut follows Time’s lowering its rate base in January to 3.25 million from 4 million. For the first half of this year, Newsweek’s circulation remained flat, but its newsstand sales, which make up 3 percent of overall circulation, slid 9.3 percent. Ad pages through September have fallen 8.5 percent to 1,244. The rate-base cut comes after the promotions earlier this week of Thomas Ascheim to chief executive officer and Greg Osberg to president from publisher. Those moves were made as a result of longtime editor in chief Rick Smith’s decision to step down at the end of the year. — Stephanie D. Smith

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